MARKETING MIX

MARUTI SUZUKI
COMPANY HISTORY AND OBJECTIVE
Maruti Udyog Limited (MUL) was established in Feb 1981
through an Act of Parliament, to meet the growing
demand of a personal mode of transport caused by the
lack of an efficient public transport system.
It was established with the objectives of -modernizing the
Indian automobile industry, producing fuel efficient
vehicles to conserve scarce resources and producing
indigenous utility cars for the growing needs of the
Indian population.
VISON AND MISSON
Vison-
To become the leader in the Indian Automobile Industry,
Creating Customer Delight and Shareholder’s Wealth; A
pride of India”

Misson-
To provide maximum value for money to their customers
through continuous improvement of products and
services.
KEY EVENTS
Years Key Events, Milestones, and Achievements
1981 Incorporated as Maruti Udyog Limited
1982 Suzuki acquired 26% stake in Maruti
1983 Started production, launched Maruti 800
1984 Launched Omni
1985 Launched Gypsy
1986 Produced 100,000 vehicles since commencement
1987 Exported first lot of 500 cars to Hungary
1992 Suzuki increased its stake in Maruti to 50%
1993 Launched Zen
1994 Launched Esteem
1995 Received ISO 9002 certification
1998 CII-EXIM Business Excellence Award
1999 Launched Baleno and WagonR
2000 Rated No. 1 India Customer Satisfaction Index study
KEY EVENTS CONTD…
Years Key Events, Milestones, and Achievements
2000 Launched Alto
2001 Awarded ISO 9001:2000 certification for quality standards
and procedures, Launched Versa
2001 Launched new businesses for the resale of used cars (Maruti
True Value),
2003 Launched Grand Vitara
CURRENT INDIAN FOUR WHEELER INDUSTRY
 

The car Market in India is crowded with all varieties

of car models like the small cars, mid-size cars, luxury
cars, super luxury cars, and sports utility vehicles.
Initially the most popular car model dominating the
Car Market in India was the Ambassador, which
however today gave way to numerous new models like
Hyundai, Honda, Mercedes-Benz, BMW, Ford, Fiat,
Volkswagen, Toyota, General Motors and many others.
Moreover, there are many other models of cars in the
pipeline, to be launched in the car market in India.
MARKET SCENERIO (2008-09)
 
The company vouches for customer satisfaction. For
its sincere efforts it has been rated (by customers)first in
customer satisfaction among all car makers in India for
ten years in a row in annual survey. Maruti Suzuki India
Limited, a subsidiary of Suzuki Motor Corporation of
Japan, has been the leader of the Indian car market for
over two decades.
During 2007-08, Maruti Suzuki sold 764,842 cars, of
which 53,024 were exported. In all, over six million
Maruti cars are on Indian roads since the first car was
rolled out on 14 December 1983.
MARKET SEGMENT ANALYSIS

Based on economic strata, the Indian auto consumer

segment can be sub divided in to 5 categories:
 Economy

 Mid-Range

 Luxury

 Premium

 Super Premium
4PS
 Product
 Price

 Place

 Promotion
PRODUCT STRATEGY:-
o Portfolio of 13 products
o Five product lines
 
Product Line Products
 
A1 800,
A2 Alto, Zen Estillo, Wagon R, Swift, A-star,
Ritz

A3 DZire, Sx4

SUV Vitara, Gypsy

C - Class Omni, Eeco

PRICE STRATEGY
 The price of the Maruti car is between Rs. 210000 to
Rs.1500000.
 Maruti 800 is the lowest price car of this company.

 Alto, Omni, Wagon R, Zen, A-star, Ritz are the lower

middle price car of the company,
 Swift, Dzire, Sx4 & Esteem are the mid price car of the
company.
 Grand Vitara is the high price model of the company.

 The price of car is decided according to its product

variety, quality, design etc.
PLACE STRATEGY
 600 New car sales outlets covering 393 cities.
 265 ‘Maruti True Value’ outlets spread across 166 cities.

 2628 Maruti Authorized Service Stations, covering 1220

cities.
 Tie up with Adani group for exporting 200,000 units
through Mnudra port Gujarat.
 
SUGGESTED PLACE STRATEGY

 400 new car sales outlets in next three years.

 new true value shops in next three years.

 1200 new Maruti Authorized Service Stations in next

three years.
 Tie up with other distributors for Exports.

 
PROMOTION STRATEGY
Advertising
 TV Ads

 Print Ads

 Radio Ads

Information Advertising, alternative Advertising Options

 BTL – Sponsorships

 TV shows - India’s Got talent

 Place Advertising – Bill boards

 Sales Promotions

 Product warranties

 Premiums (gifts)

 Trade shows

 2,628The number of workshops that provide customers with

maintenance support in 1220 cities.
SWOT ANALYSIS
STRENGTHS

 Bigger name in the market.

 Understanding of the Indian market.

 Ability to design product with differentiating features.

 Brand Image.

 Experience & Knowledge how in technology.

 Trust of People.

 Maruti Udyog Ltd. is the market leader for more than

decade.
 Has a great dealership chain in the market.

 Better after sales service.

 Low maintenance cost of vehicle.

WEAKNESSES

 Lack of experience in foreign market.

 Comparatively new to diesel cars.

 People resistant to upper segment models.

 Heavy import tariff on fully built imported models.

 Exports are not that good.

 Lesser diesel models in the market compare to others.

 Global image is not that big.

OPPURTUNITIES
 Increased purchasing power of Indian middle class
family.
 Government subsidies.

 Tax Benefits.

 Prospective buyers from two – wheeler segment.

 Great opportunities to go global with success of Swift

and SX4 allover.
 Introduction of more diesel models. The diesel car
segment is growing.
 Opportunity to grow bigger by entering into bigger car
markets.
 Already a market leader so great opportunity to be the
king of market in every stage of industry.
THREATS
 Foreign companies entering market; so a bigger threat
from MNCs.
 Competition from second hand cars & TATA Nano.

 Threats from Chinese manufactures.

 To the market share, as many big names are coming in

the industry
 There is hardly any diesel models
STRATEGY
Their strategy is to capture the rural market by
employing women who belong to their local
community through which their product can
reach to local consumers. Their strategy is to
provide work for women to create awareness
among confined consumers.
PROCESS
They started with Project Shakti in which their
basic aim is to educate a rural person about their
products through women who belongs to their
own local community and who can communicate
well in their language with them. In this way
many educated women get work in rural sector
and on the other hand Corporate Social
Responsibility (CSR) also increases towards
society by introducing educative programs for
the benefit of therural sector.
THANK YOU